: This study explores the characteristics and effects of a pop-up store based on how the store attributions of a pop-up store influence brand attitude and brand patronage intention. The questionnaire consisted of 3 instruments: store attributes, brand attitude, and brand revisiting intention. Data were analyzed by factor analysis, frequency analysis, reliability analysis, and multiple regressions, using SPSS 18.0. We surveyed 123 males and females, who had an experience of a pop-up store, and interviewed five experts who work in the fashion related area. The results of this study were as follows. First, it was shown that VMD has positive impacts on brand patronage intention, but with no significant relationship to brand attitude. Second, a brand culture's experience of a pop-up store has a strong influence on brand attitude and brand patronage intention. Third, products in the store are the most important factors that influence brand attitude. The findings indicate that the promotion of diverse attributes of apop-up store is critical to make customers perceive brand attitude and brand patronage intention that are expected to be used to establish advanced marketing strategies.Key words: pop-up store(팝업스토어), store attributions(점포속성), brand attitude(브랜드 태도), revisiting intention (재방문 의도), sports brand(스포츠 브랜드) (Fishbein & Ajzen, 1975;Lim et al., 2007;Kim et al., 2008;Zhang et al., 2010)
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